As an experience designer, I built Ancestry DNA Traits from 0 to 1 and reimagined Family Search around a more modern, approachable experience that drew in a younger audience.
15+ years across Onfleet, Blue Origin, Ancestry, and Carta — now helping small businesses turn design into measurable growth.
What approachable, story-driven design did for Ancestry's consumer DNA products.
Ancestry DNA rose to the top-selling spot in its category on Amazon.
A more inviting experience tripled web traffic during the critical holiday gifting window.
Designed a brand-new DNA Traits product from scratch to widen Ancestry's appeal.
Ancestry needed a brand-new DNA Traits product and a Family Search experience that could attract a younger demographic — people who'd never thought of genomics as something fun, personal, or gift-worthy.
The science was rich but intimidating. The job was to turn complex genetic data into a product that felt approachable and genuinely delightful to discover.
I designed Ancestry DNA Traits end to end — translating dense genetic results into a friendly, exploratory experience that invited people to keep discovering more about themselves.
In parallel, I redesigned Family Search around a more modern, approachable interaction model, lowering the barrier for a younger audience to start building and exploring their family story.
The more inviting experience helped drive Ancestry DNA to the #1 spot on Amazon and tripled holiday-week web traffic — turning a science-heavy product into a mainstream gift people wanted to share.
A few more projects where user-centered design moved real numbers across fintech, SaaS, and consumer.
Making a genuinely complex product feel simple and intuitive.
Last-mile delivery is operationally dense — dispatchers, drivers, and end customers all need different views of the same moving reality.
Designed and scaled the full product suite — driver app, dispatch dashboard, end-user tracking, and business analytics — and shipped premium add-ons from 0 to 1 that opened new revenue streams.
Helped position Onfleet as the most user-friendly delivery platform on the market — fueling 15× valuation growth and a 35% lift in NPS.
“Ivan helped build Onfleet from the ground up, positioning Onfleet as the most user-friendly, well-designed delivery software on the market. He found ways to overcome the significant challenge of making a complex product seem simple and intuitive.”
Bringing one design language to a sprawling engineering org.
More than 20 front-end developers were building in silos, each reinventing the same patterns across in-house tools.
Built the Blue Kit design system to unify those teams under one system, and redesigned Jules — an internal suite of ERPs and PLMs — for usability and satisfaction.
Delivered a 5-year design-system roadmap projected to save roughly $1.1M annually in front-end costs.
Design as a retention lever, not a coat of paint.
Airbrake's error-monitoring product was losing customers to confusion and friction in the core workflow.
Redesigned Airbrake end-to-end with a sharp focus on clarity, daily-use ergonomics, and the moments that made developers churn.
Cut churn by 24% and, alongside leadership, drove 30% year-over-year revenue growth across three years.
If you need to make something complex feel effortless and gift-worthy, tell me what you're building — or grab a 30-minute slot directly on my calendar.
Pick a time that works for you.